We all enjoy a great story, don’t we? Think about how enthralled you become when you pick up a great book, listen to someone recap an event or even just have someone explain something to you that they’ve experienced.
Telling stories is one of the oldest methods of communication.
Why? Because it brings people together, and keeps them engaged.
It would be remiss of me not to point out that storytelling and marketing go hand in hand. Our brains are literally wired for storytelling — researchers in Spain uncovered that our brains are activated more when we listen to narratives, which explains why a large part of our daily conversations revolves around personal experiences.
So how do you make use of this when it comes to developing your brand storytelling approach? A good place to start is to know which brand stories to share with customers.
Powerful Brand Stories You Can Use
Here are 5 examples of powerful brand stories your business should be using to connect with your audience:
1. A Customer Story Where Your Brand Solved a Critical Problem
Stories that involve specific events that affect particular characters is always more relatable. There's nothing better than sharing a brand story about a customer's success. After all, brand storytelling is not about you or your company, it’s about your customers and the value that they are getting from your product or service.
Make sure the story revolves around how you solved the problem, instead of why your brand is great for doing it.
2. An Emotional Story that Hinges On the Use of Your Brand
I can’t help but think of the Google Reunion video here. Is there anyone out there who hasn’t used Google to look up a long lost friend?
At the end of the day, your business helps humans accomplish human things.
Figure out what the emotional side of the transaction is and develop a narrative surrounding it.
3. An Inspirational Story that Shows Why You Started Your Business
When you’re running a business, it’s easy to get lost in the minutiae and lose sight of why the business began in the first place. One of the best and easiest ways to encourage real interest from your audience is to get back to that moment of inspiration that started your business and share that story out loud.
4. An Educational Story on Your Competitive Edge
Ultimately, every piece of content should have an educational element to it. Similar to how teachers use storytelling to break down complicated concepts, use an educational narrative to share some data-backed content on what differentiates you from your competitors.
Numbers tell a story too!
5. A Behind-The-Scenes Look at How Your Product Was Developed
Letting your potential customers get a behind-the-scenes look at your products can be extremely powerful in getting that human-to-human connection.
Why? Because it’s one thing to say that you’ve dedicated X amount of hours to research, development, and production but it’s another to give people a authentic look into your process.
Let people know how your product is actually made.
It lends a level of transparency and authenticity that is hard to manufacture on your own.
A great example of behind-the-scenes content is Viberg Boots, a shoe company that produces some of the world’s best (and most expensive) work boots. They gave people a genuine look at how their boots came to be by sharing footage of their workers making the boots.
Brand Stories 101
While brand storytelling is an essential and powerful element of any solid content marketing strategy, remember that the focus of a brand story is to develop human interest — so they need to be rooted in reality.
Put your customers at the center of the storyline and share more than what you sell.
About the Author:
Jennee Rasavong is a freelance copywriter and blogger who helps startups and solo professionals confidently use words to grow their business online. She specializes in crafting simplified, uncomplicated content to help clients connect and convert. Learn more about her services here or say hello to her @jenneerasavong